UK-listed online gambling operator 32Red says it started 2016 off on a financial tear while also announcing a new shirt sponsorship with English Premier League footballers Leeds United FC.
On Friday, 32Red issued a trading update covering the year-to-date through May 11, during which like-for-like gaming revenue was up 39% from the same period last year. Throw in the contributions from Malta-licensed online casino brand Roxy Palace, which 32Red acquired last summer, and revenue is up a hefty 71% year-on-year.
As for that shirt deal, 32Red says the pact will last three years, commencing with the 2016-17 EPL season. In addition to having their logo adorn the chests of Leeds players, 32Red says the deal offers them primo visibility throughout the team’s Elland Road home stadium as well as access to Leeds’ global fan base via the club’s digital and media platforms.
Interestingly, 32Red’s traditional red logo will appear blue on the team’s shirts. The color swap is a nod to the longstanding animosity Leeds fans have shown EPL rivals Manchester United, whose association with the color red makes 32Red’s traditional logo a non-starter if it hopes to get off on the right foot with Leeds fans.
This isn’t 32Red’s first foray into the EPL sponsorship derby, having previously scored tie-ups with Aston Villa and Swansea City. 32Red’s logo can currently be found adorning the shirts of Scottish football mainstays Glasgow Rangers.
32Red’s new signing follows a flurry of high-profile UK football deals in the past couple weeks, including West Brom’s two-year shirt deal with the K8 Group and Celtic FC’s four-year deal with Dafabet, while Bet365 went one better by becoming the first betting operator to get their name on an EPL stadium.